Quick Peek: Engage

8/2/2019 Quick Peek: Engage

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Contents

Foreword Ashton Kutcher xiii

Preface xv

Introduction Welcome to the Revolution xvii

Chapter 1 The Social Media Manifesto 1The Socialization of Media is Years in the Making 1

The Future of Business is Already Here 3

We are the Champions, We are not Messengers 4

Conversations Happen with or without You 5Social Media is One Component of a Broader

Communications and Marketing Strategy 6

Building a Bridge between You and Your Customers 7

Being Human versus Humanizing Your Story 8

Social Science is no Longer an Elective 9

You are not Alone 11

Notes 12

Chapter 2 Making the Case for Social Media: The Five

Ws+H+E 13The Rise ofUnmarketing 13

People Influence Buying Decisions, Online and Offline 15

The Democratization and Socialization of Branded Media 15

Notes 17

Chapter 3 The New Media University 19Integrated Marketing: The Tools 19

Defining Social Media 20

When Words Lose Their Meaning 21

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vi

CONTENTS

Chapter 4 The New Media University 101: Blogs, Podcasts,and Livecasts 25Blogs 26

Blog Example: Southwest Airlines and Dell 29

Podcasts 30

Podcast Examples: Fidelity Investments 31

Wikis 31

Wiki Example: Oracle 32

Notes 32

Chapter 5 The New Media University 201: Communities,

Social Calendars, and Livecasting 33Crowd-Sourced Content Communities 33Social Calendars and Events 35

Livecasting 37

Chapter 6 The New Media University 301: Imagesand Multimedia 39Images 39

Images Example: JetBlue and the American Red Cross

on Flickr 40

Chapter 7 The New Media University 401: Dashboards,Social Networks, and Brands 43Social Media Dashboards 43

Social Networks 46

Branded and Purpose-Driven Social Networks 47

Branded Social Network Examples: Panasonic

Living in HD 48

Chapter 8 The New Media University 501: Microblogs,Monetization, and Twitter 51Microblogs, Microcommunities 51

Top 10 Monetization Trends for Social Media

and Microcommunities 52

Tips for Twitter and Social Media for Socially

Savvy Businesses 53

Note 61


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Contents vii

Chapter 9 The New Media University 601: MobileMarketing and Video Broadcasting 63Geo Location and Mobile Networking 63

Video Broadcast Networks 65

Video Example: Home Depot 69

Chapter 10 The New Media University 701: Social MediaOptimization, SEO, and Content Distribution 71Social Objects 71

Getting Noticed: Social Media Optimization a New

Chapter of SEO 73

What is Social Media Optimization? 74

Titles 75Descriptions 75

Tags 75

Content Distribution 76

Links 77

Liking: Micro Acts of Appreciation Yield Macro Impacts 78

Notes 79

Chapter 11 The New Media University 801: Syndication,

Illustration, and Aggregation 81Establishing a Syndication Network 81Syndicating Social Objects: An Illustration 82

Channeling Illustration: An Activity Stream 83

Aggregation: Assembling the Pieces 84

Example of Activity Stream 85

In-Network Aggregation 86

Syndication: Webcasting Social Objects 87

Autoposts and Syndication 88

Dont Cross the Streams 88

Destination Unknown: Defining the Journey throughYour Experience 89

Notes 95

Chapter 12 The New Media University 901: BrandPersonality, Discovery, and Promise 97Establishing an Online Presence and Defining

the Brand Persona 97

Online Profiles Speak Volumes about You and

Your Brand 98


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viii

CONTENTS

Multiple Personality Disorder 99

Multiple Personality Order 99

Discovery and Actualization 101

Shaping the Brand Persona 102

The Center of Gravity: Core Values 103

Brand Pillars 104

Brand Characteristics 104

Promise 104

Brand Aspirations 105

Opportunities 105

Culture 105

Personality 106

Notes 106

Chapter 13 The New Media University 1001: Attention andWord of Mouth Marketing 107From Introversion to Extroversion 107

The Now Web 108

The Rise of the Statusphere 109

News No Longer Breaks, It Tweets 110

The Attention Rubicon 111

Channeling Our Focus: The Attention Dashboard 114

The Social Effect: The Future of Branding and Wordof Mouth Marketing 115

Notes 118

Chapter 14 The New Media University 1101: SocialLandscape and Initiatives 119Improving the Signal-to-Noise Ratio 119

Chapter 15 Fusing the Me in Social Media and the We

in the Social Web 121Casting a Digital Shadow: Your Reputation

Precedes You 121

Defining Your Online Persona 123

Your Brand versus the Brands You Represent 123

Managing Your Online Reputation 124

We are all Brand Managers 125

Note 125

Chapter 16 Learning and Experimentation Lead

to Experience 127Becoming the Expert 127

Youre the Real Thing 128


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Contents ix

When POV Becomes a Point of Validation 129

Lets Talk About Meaningful Exchanges 129

Who Owns Social Media? 130

Getting Down to Business 131

Chapter 17 Defining the Rules of Engagement 133Inside the Outside: Assessing Threats and

Opportunities 134

Policies and Guidelines 136

Example Guidelines and Policies 141

The Louisiana Purchase and the Great Brand Grab 148

Rules of Engagement 150

Intels Digital IQ Program 152With Social Media Comes Great Responsibility 154

Notes 155

Chapter 18 The Conversation Prism 157Im Your Customer . . . Remember Me? 157

The Value Cycle: You, Me, and Mutual Value 159

The Conversation Prism 160

The Art and Science of Listening and Monitoring 164

Listeners Make the Best Conversationalists 165

Charting a Social Map 166Conversation Workflow 167

Taking Center Stage 167

Level One: The Epicenter 168

Charting the Course 170

Establishing a Conversation Index 171

The Community Starts Within 171

Notes 178

Chapter 19 Unveiling the New Influencers 179We are Media 179Building a Bridge between Brands and Markets 180

Engage with Purpose 181

The Shift from Monitoring to Action 182

X-Ray Glasses and Bionic Hearing 184

Searching the Social Web 186

Note 190

Chapter 20 The Human Network 191

Breathing Life into the Human Network 191The Human Network: Alive and Clicking! 192

Visualizing Social Order 197


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CONTENTS

Social Technographics 197

Tenets of Community Building 199

Notes 206

Chapter 21 The Social Marketing Compass 209The Calm before the Storm 209

The Social Marketing Compass 210

Creating a Plan: Defining the Future, Now 215

Social Media Plan Outline 216

Notes 220

Chapter 22 Facebook is Your Home Page for

the Social Web 221The Top 10 Brands by Population (Rounded Out) 221

The State of the Facebook 222

Its Not a Fan Page; Its a Brand Page 223

From E-Commerce to F-Commerce 224

Facebook Tabs Are the New Web Pages 226

Madison Ave. is Moving to California Ave. 227

Chapter 23 Divide and Conquer 229

Social Media Takes a Community Effort 229Decentralization and Centralization: Assembling

and Conducting an Orchestra 230

The Society and Culture of Business 231

Meeting of the Minds: Consensus ad Idem 231

Outside the Inside: Establishing an Insider Program 232

Example: New Media Board of Advisors 233

Example: Internal Task Force 236

Example: Organizational Transformation 238

New Roles and Responsibilities in the Era

of Emerging Media 240

Notes 242

Chapter 24 A Tale of Two Cities 245Web 2.0 and the Evolution of CRM 2.0 245

Twitter and Social Networks Usher in a New Era

of Relationships 247

When the S in SCRM Stands for SELF-SERVING 250

Vendor Relationship Management (VRM) 252

The Value of Social Customers 253VRM + SCRM = SRM 254

No Brand is an Island 256


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Contents xi

Social Business Takes a Human Touch; No, Really 256

Social Science is the Center of Social Business 259

Notes 260

Chapter 25 We Earn the Relationships We Deserve 263Earning the Three FS: Friends, Fans, and Followers 263

# Hashtags 264

Hashtags: A Proactive Approach 265

Offers and Specials 266

Pay per Tweet 267

Notes 269

Chapter 26 The New Media Scorecard 271The Disparity between Social Media Adoptionand Measurement 272

ROA: Return on Acronyms 272

The Essential Guide to Social Media:

ResourcesPersonnel and Budgets 274

The Social Barometer 275

Start with the Results, then Work Backward: Defining

Goals and Objectives 276

Authority: The Ability to Galvanize Action

and Quantify It 281The CS of Measuring Action through Cost 285

The Engagement Phase 287

Share of Voice and Share of Conversation 290

Comparative Data Analysis 291

Notes 292

Conclusion You Are More Influential than You May Realize 295

Appendix 30-Day Listening Report: A Template for

Capturing and Presenting Social Media Activity 297Glossary 300

Index 307


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Introduction:

Welcome to the

Revolution

By the time you read this book, you may have already heard or will

soon hear whispers, rumblings, and rantings that social media is play-

ing out.

Tune them out.

The truth is that social media may very well cease to exist as

a category one day. However, while the term and category has and

always will invite debate, social medias practices and benefits are in-

disputable and enduring. And they will always serve as an important

and revered chapter in the evolution of new media.

This is not open to debate.Influential conversations are sparked and steered by influential

people right now and they exist and flourish outside of your organ-

ization. The practice of listening to and learning from these conver-

sations in and around the social networks where they transpire is

invaluable and indispensable.

New Media is simply a matter of digital Darwinism that affects any

and all forms of marketing and service. In the world of democratized

influence, businesses must endure a perpetual survival of the fittest.

Engage or die.In June 2007, I wrote and published The Social Media Manifesto.

What started as a blog post intended to help marketers grasp the

emerging and rapidly shifting landscape of social media quickly as-

cended into the rallying cry for a new, in-touch epoch of direct-to-

consumer engagement. The Social Media Manifesto introduced the

methodologies, tools, and social networks that would eventually in-

spire a movement to evolve from top-down, broadcast programs to

complementary forms of collaboration rooted in mutually beneficial

exchanges. It served as the foundation to effectively redesign market-

ing communications and customer service organizations based onthe art of observation, listening, engagement, learning, and adapt-

ing. It also introduced the mechanics and benefits for humanizing

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xviii

INTRODUCTION: WELCOME TO THE REVOLUTION

Figure I.1

Source: Original drawing in honor of Engage! by Hugh MacLeod, author of Ignore

Everybody and also blogger@gapingvoid.

and diversifying the company story based on the unique and varyingneeds of customers and peers who populate online communities and

create channels of influence.

And here we are now: united in our efforts to discover meaning in

the philosophies and processes we long operated without. We seek in-

spiration and we, too, endeavor to inspire. The people we attempted

to reach over the years appear before our eyes as if they are long-

lost friends and relatives. The faceless have revealed their identities

through their actions and words. Socialized media and the people pow-

ering the convergence are accelerating an era of engagement drivenby collective consciousness. Its inspiring a new type of business, one

that is socially aware and participatory. After all, customer acquisi-

tion is only rivaled in value by customer retention.

The science of procuring attention is complemented by the deli-

cate art of earning and cultivating relationships. Social media peeled

back the layers of infrastructure, data, numbers, demographics, pol-

itics, procedures, and all of the corporate red tape that dug trenches

between our brand and our customers.

This is our time to engage! In doing so, it is your declaration of

independence, breaking the shackles that have bound us to hollowmarketing practices of yesteryear. It serves as your framework to chart

your own path and create your own destiny. It is your key to unlock the


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Introduction: Welcome to the Revolution xix

doors that prevent you from reaching your customers where theyre

interacting and seeking solutions today and tomorrow.

Together we are building the foundation for corporate and

personal significance. We are the architects who are drafting the

blueprint for a more efficient and yearned-for bridge between our

story and the people who can benefit from it as well as the stories

from which we can benefit.

Welcome to marketing providence. The crusade you join is

growing in importance each and every day. Youre surrounded by

like-minded individuals who seek to improve the dynamics between

people. The tools, methodologies, and stories shared within this book

will reveal a wealth ofunmarketingprinciples, strategies, and devices.

It is this idea of unmarketing that inevitably extends all of the goalsand objectives merited by traditional marketing, while also elevating

the experience for everyone on both sides. This stimulates advocacy

so that it can better expand your presence and impact in the main-

stream and distributed communities that influence perceptions and

decisions.

While the methodologies, theories, experiences, and social tools

discussed in the original manifesto still stand, a deeper and more

modern look is necessary to garner support and champion change

from withinspecifically an examination of what to do and how to

measure success. It is through adaptation and engagement that weearn experience, connections, and prominence. Theres no doubt that

the proven tenets introduced in this book will ensure your success and

career longevity. The doctrines that we examine and propose are in

fact representative of best-of-breed ideals and methods unearthed and

mashed-up from existing and extinct tactics to renew, edify, mature,

and hone our proficiencies, conviction, knowledge, and experience.

Engage! will serve as a new manifesto, a reference point for all

inward-outward-facing initiatives that incorporate two-way commu-

nication. And in the process, well see unmarketing emerge as one ofthe most effective forms of marketing, after all.

Until the proliferation of interactive media, traditional influence

has followed a systematic top-down process of developing and push-

ing controlled messages to audiences, rooted in one-to-many faceless

broadcast campaigns.

Personality wasnt absent in certain media, but it was missing

from day-to-day communications.

For the most part, this pattern seemingly served its purposes,

fueling the belief that brands were in control of their messages, from

delivery to dissemination, among the demographics to which theywere targeted.

It scaled and served very well over the years, until it didnt. . . .


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xx

INTRODUCTION: WELCOME TO THE REVOLUTION

Unbeknownst to many companies, a quiet riot has been amassing

over the last two decades, one that we document clearly in this book.

And slowly but surely, the whispers eventually intensified into roars.

The socialization of the Web and content publishing disrupted

the balance and is now forcing a media renaissance that is transform-

ing information distribution, human interaction, and everything that

orbits this nascent ecosystem.

It is the dawn of a democratized information economy, which is

fueling the emergence of champions, facilitators, and visionaries who

are leading a more media literate society while transforming the way

we engage with one another.

The interactive Web heralded the arrival of mainstream consumer

influence and a global ecosystem that supports and extends their ob-servations, complaints, opinions, referrals, and recommendations.

It served as a great equalizer, capsizing the existing balance and

redistributing influenceand continues to do so.

Not only is it changing how we create, decipher, and share infor-

mation, it is forever reshaping how brands and content publishers

think about their markets and the people who define them.

Engage.


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